There is no better advertisement for the benefits of hot/cold contrast therapy – and by extension hydrothermal bathing – then the filling of social media feeds with athletes (both amateur and professional) extolling the benefits of ice baths and cold plunges. Though it’s a social media phenomenon the world over, perhaps the biggest bottom-line impact to our industry is what this phenomenon has done to grow what had been the largely untapped (and huge) US market. With a new understanding of the benefits of both hot and cold in holistic wellness, we are seeing an explosion in growth for every manner of thermal bathing in North America.
